Analysis of Sports Fan Economy Marketing Strategy in the Age of Social Media - Taking Chinese Rhythmic Gymnastics as an Example

Abstract

When mobile internet and social network become popular nowadays, social media marketing of the sports fan economy has started to rise as one of the hot topics nowadays. In the era of "Internet+", some researchers have found that social media provides a new way for marketing and development of sports fan economy. Rhythmic gymnastics also known as "ballet on the carpet" has high ornamental value and has a group of loyal fans. However, through searching information and references, we found that the commercialization of rhythmic gymnastics in China is not high, the amount of media coverage is small, not much attention, and the marketing model is a single problem at this stage. Taking the Chinese rhythmic gymnastics team as an example, this paper uses the literature method and comparative analysis method to analyse the relevant concepts and marketing models of sports fan economy, and to analyse and give corresponding suggestions on the marketing strategy of Chinese rhythmic gymnastics team's fan economy in the social media era according to the characteristics of the rhythmic gymnastics program. The study concluded that the athletes of the Chinese rhythmic gymnastics team have the advantages of a goodccccccccccccccccc program and an external image. Therefore, it is important to focus on the influence of social media to strengthen the publicity and popularity of the rhythmic gymnastics programme, and to try to have social media accounts operated and planned by professionals to increase exposure, attract fans for word-of-mouth communication on the internet and finally increase the commercial value of the sports team.